... 2 The Marketing of Ideas and Social Issues Seymour H. Fine With Foreword by Philip Kotler Origina... ...MEDIARY DISSEMINATORS OF CONCEPTS 78 Mass Media 78 INTERPERSONAL CHANNELS 81 THE CONSUMER'S PLACE IN "PLACE" 84 DESIGNING AND ORGANIZING THE CHANN... ...RATEGY FOR THE PRIVATE SECTOR INITIATIVE PROGRAM 99 Promotion. 99 SUMMARY 102 9 CONSUMER RESEARCH IN SOCIAL MARKETING 103 IS THERE A "SOCIAL" CON... ...eir task from a variety of perspectives, but rarely a marketing one. In this book Seymour Fine describes how ideas and issues can be more effective... ...em marketing concepts. We have to assume that all ideas enter a marketplace where consumers of ideas are exposed to multiple claims and counterclai... ...7 PREFACE The objective of this work is to investigate meeting grounds where the theory and practice of marketing overlap with processes of dissem... ...rigorous … (but) specialized and narrow" (p. 60). This book attempts to bridge the theory /practice gap, first by postulating concepts such as a pre... ...upon which their wishes 11 safely can be carried out. That at any rate is the theory of our constitution. (Oliver Wendell Holmes [ 1919) in Abr... ...le." The presence of technical marketing terms bothered a few respondents: "Dear Seymour, You were doing fine until Question 19 and then your acad...